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It’s both simple and extremely complicated, but at a basic level your brand is how other people see your business. ShapeTechnology has been successful in helping companies tell their story, to the right people, with the right message, at the right time.
The one and only, THURZ, has been hard at work on his upcoming project, but today takes some time out to give us something new. When it comes to giving back to the community, no one does it quite like Grammy Award winning superstar Kelly Rowland.
The term “purpose” has risen in business prominence as brands look for ways to connect what they are evaluated for in the short term, with their commitments over longer timeframes. Nevertheless, there are still many who view this (re)definition of purpose as a feel-good that soft-frames the commercial realities of what businesses are there to do. Advocates of the more single-minded approach argue that the purpose of business is to make money and that, in doing that, businesses contribute to the efficient functioning of markets through wealth creation and jobs.
In the right hands, this focus on outcomes energizes and drives an organization’s business priorities and strategies. There is however another way to view purpose and that is to hold a company’s actions accountable to a broader framework. An intentional view of purpose sees money more as the means and reflects an increasingly global bias. Patagonia, who pledge to “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis” took their commitment to their beliefs one stage further by famously suggesting to their customers “Don’t Buy This Jacket”. An intentional view of purpose connects what the people inside an organization and the customers who buy from them would like to see change. The pursuit of an ideal is inspiring but unless it is backed up by strong executional strategies and accountabilities and robust management, inefficiencies can become rife and a certain self-righteous narcissism and hubris can begin to permeate the organization. Should organizations pursue their functional purpose as a first priority and look to temper that by agreeing on what their intentional purpose is? It seems to us that either reading of purpose, functional or intentional, can be detrimental if pursued to its extreme. If we return to Coke, the real challenge facing that business across the world is not choosing between whether it should tackle obesity or make money, but rather how it can continue to strike a purposeful balance between a full range of priorities.


For purpose to realize its full potential, the commercial leadership must align with, and be framed by, a clear and shared moral leadership.
There’s no denying this is a complex subject – and one we intend to explore further in upcoming posts. We often bump into companies that are doing great things but you can see that somewhere along the path the brand direction lost its course.
If you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a tailored learning solution for you.
Brand Education is a core competency of The Blake Project, the brand consultancy behind Branding Strategy Insider. Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. Subscribe to Branding Strategy Insider Now and get regular updates and two FREE Chapters of Brad VanAuken's best selling book Brand Aid direct to your inbox. These basic steps will give you the know how to build a strongly developed brand to promote your business. Additionally, they say, it risks becoming too much of a distraction to the bottom-line responsibilities that organizations should focus on.
It is a functional view, centered on the immediate and commercial reasons for being and oriented in its evaluation of success towards results. It is an approach that has powered many of the most effective globalization strategies to date. Then, this functional pursuit of results (especially when accompanied by generous performance incentives) can drive organizations to pursue agendas that are calamitous. There is collaboration between seller and buyer based on a shared belief system and worldview.
Its brand, reputation and market share then depend on the brand continuing to do right by that idea.
Or should they set out their intentional purpose and create strategies and operations that aim to get there in time? Importantly, as people increasingly demand more ethically-driven leadership from business, it is one that can’t be ignored.
As practitioners and educators we deliver interactive brand education workshops and keynote speeches designed to align individuals and organizations on essential concepts in brand management and empower them to release the full potential of their brands.


Army and Wyndham Worldwide are some of the organizations that have turned to The Blake Project for help in meeting learning objectives.
We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers.
Well, for those of us who don’t have cows,  we can claim our steak on the grill, literally. Coke’s drive to put a glass of Coke within arm’s reach of every thirsty person on the planet is reflected in its supply chain policies, in its product development, in its distribution and pricing strategies. The Global Financial Crisis, it could be argued, stemmed from a systemic and constraint-free pursuit of outrageous sales targets at the expense of humanity, responsibility and even common sense. That in turn puts some actions in-purpose and renders others unacceptable even if they meet the requirements of the functional purpose because they do not contribute to the intentional purpose.
The brand can chase its commercial goals at the same time as its lays down clear guidelines, that its customers agree with, about how it will achieve those goals and how the world will benefit as a consequence. Ironically, as average consumers we want ethically and purposefully-driven organizations, yet as shareholders we want organizations to deliver consistent, above-average returns. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.
In recent times most of the companies have turned to corporate branding, to make their business a success.
The underpinning attitude of greed and opportunism fueling the bull-rush was fostered and cultivated by cultures who saw their purpose in purely financial terms. This linking of agendas is borne out in the business models of companies like Tom’s and Warby Parker who seek not only to sell wares but, at the same time, to solve problems.
As Hilton pointed out recently, a strong and clear purpose drives collective comprehension, cohesion and forms the basis for fundamental business choices.
As Peter Drucker once observed, profit is a consequence of business’ first imperative – “to create and keep a customer”, Profit is not the sole objective. This is a cute way to introduce a marriage proposal, so long as the right person gets the right plate.



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